System management is the core of marketing thinking.docVIP

 PAGE \* MERGEFORMAT 23 System management is the core of marketing thinking 1, case descriptions of 1, a successful blitzkrieg A small product, may be pregnant with tremendous opportunities. Jelly, that is such a product, it has been in China’s food industry has created the miracle of the rapid rise, and popular consumer trends driving a wave, up to a period of nearly 2.5 billion market size. What we want to describe the case, it is in its entering occurs when high-speed growth period. At the end of 1997, China’s a well-known beverage company (hereinafter referred to as A Company) was quickly involved in the market than the hot jelly industry. At that time the industry, who were many but with the impact of corporate brand is not much of an enterprise controlled by the entire industry - is also a well-known enterprises in Guangdong (hereinafter referred to as X company). Jelly is the X company’s exclusive products, their long-term painstaking efforts for many years, we can say is that jelly industry driven by it. The time X’s relying on CCTV’s advertising-supported, has high brand awareness, brand image well, the cartoon image of their products, and advertising is almost a household phrase. In such a strong market, X’s account for up to nearly 90% market share, certainly in a monopoly position. Under such a situation, A jelly market, companies are still entered, it has its own reasons. A company’s leading products are milk yogurt and pure water, after many years of operation, its brand across the country is also well-known, and is one of the best companies in the industry, its product mix, sales network and the overall strength of view, A’s are superior to X company. The other important reason is the interests of the jelly is a monopolistic market, A’s approach is a high-quality high-priced strategy, and the formation of an industry standard, high levels of gross margin in the industry, X or even the company’s gross profit margin as high as 70% or more . In